The authors initially developed this guide as a resource for participants in Entrepreneur Express Workshops. Offered throughout the commonwealth, Entrepreneur Express Workshops provided basic information on starting and operating a small business. The VDBA, VCE, VTC, Small Business Development Centers (SBDCs), SCORE, and various local governments and chambers of commerce partnered to develop and implement these workshops. More information on workshop dates, locations, and registration information for these and other events is available at www.vastartup.org.

There appears to be a lack of published research study data on consumer motivations for purchasing local produce in Virginia. Additionally, the level of consumer awareness of labels such as “local,” “pesticide-free,” “certified organic,” “grown in Virginia,” or “superfood,” and the influence such labels have on purchasing decisions in Virginia has not been previously researched.

Virginia farmers sell their produce through many venues including on-farm sales, farm stands, and farmers’ markets. Wherever the produce is sold, it must be sold by weight, count, head/bunch, or dry measure. If the produce is sold by weight, the produce will be weighed on scales that have been certified by the Virginia Department of Agriculture and Consumer Services Office of Weights and Measures.

The discussion has begun, and words are flowing from each person like the water in a rushing stream. These words must be captured and become the wallpaper plastered throughout the room. It is this process of flip charting that creates the visual summary of key discussion points and provides the group memory that supports the process of a facilitated conversation.